Presented at MAGIC Kuala Lumpur, Malasyia on May 9, 2016

1. Concept Testing with
Surveys
Eli Schwartz
SurveyMonkey

2. Who am I?

3. Subtitle is optional
SurveyMonkey Is the World’s #1 Survey Platform
3
3MSurvey responses
are generated daily
17KNew sign-ups daily
90MUnique visitors
every month
“SurveyMonkey turns online
surveys into a hot business.”
“One of the hottest startups
to watch.”

4. Non-Profit
27%
Personal
1%
Education
21%
Govt.
9%
For-Profit
42%
We Have 20+ Million Registered Users of All Types
99%of the Fortune 500

5. https://w
ww.yout
ube.com
/watch?
v=tQJG
9gPtA4
w

7. • What was the name of the car?
• What is the call to action website?
• What is the adjective used
throughout?
• What is the tag line?
Quick poll

8. Why did this fail with this audience?
If you are advertising to people that aren’t your customers you are
bound to fail

9. Find your
customer

10. Make Business Decisions with Data Not Assumptions

11. 11
11
Implicit Data
Explicit Data

12. Data Resources

13. 13
13
Teeth Whitenig $88
How “Big Data” Can Predict Your Divorce, ABC News/Nightline, December 2012
Implicit Data

14. Or this guy
14

15. Little Data is About the customer

16. Explicit Data at Scale

17. Use Online Tools to Collect Data
Paper Surveys
Time Consuming
Not Scalable
Expensive
Online Forms
Limited Question Types
Limited Analysis
Advanced Question Types
Advanced Analytics
Customer Service
Survey
Software

18. Learn everything about your customers
GenderAge LanguagesEmployment
Status
ExerciseInternet Usage Marital Status
GamingHousehold
Income
LocationEthnicity EducationIndustry Devices

19. • If A & B
• If A & B & C
• Examples:
• Women over 75 that use Android
• Males that use Safari on a PC
Think about double pivot and triple pivot
19

20. Implicit and Explicit Data Working Together
Explicit Data
Survey
Action
Implicit Data

21. Build personas

22. Customer research will drive your marketing
charts
articles
infographics
blogs
PDF
Data

24. A good product will carry a poor pitch

25. What should you charge?
Price = value

26. Attributed Tested n=423 n=423 n=423
Clicked call to action 9 % 9% 12%
Placed in basket 15% 17% 20%
Went to checkout page 13% 17% (A) 30% (AB)
Paid 15% 13% 17%
Average Score %
Ranked #1
13%
33%
14%
28%
20%
39%
A B C
Test pricing too!

27. Learn to sit in your customers shoes

28. Any questions?
elis@surveymonkey.com - Twitter: @5le